Bet ads featuring Kane and Haaland are banned from Instagram in the UK

Dois ads on Instagram, featuring renowned football players Harry Kane and Erling Haaland, have been officially banned on Reino Unido. Advertising Standards Authority (ASA), the country’s advertising regulatory body, considered the posts “irresponsible” as they strongly appeal to individuals under the age of 18. The decision directly impacts the company Oddschecker, responsible for publishing the images, which defended the editorial nature and age setting for accessing the content.

Decisão by Advertising Standards Authority

Advertising Standards Authority stated that the ads, run by an online betting site, violated its code of conduct due to the athletes’ “strong appeal to under-18s.” Esta evaluation resulted from a detailed analysis of the influence of high-profile public figures on children and young people. The regulatory body emphasized the importance of protecting young people from exposure to gambling content.

Oddschecker, operated by Cyan Blue Odds Ltd, claimed the images were “primarily editorial in nature and not advertisements.” The company also argued that it had configured the Instagram account to be accessed only by users over 18 years of age. Contudo, the ASA rejected this defense, highlighting the weakness of age settings on the platform. A significant number of children often do not use their real date of birth when registering on social networks, which compromises the effectiveness of age barriers.

Conteúdo of the investigated ads

The ASA investigation was launched following a formal complaint lodged by a Universidade researcher from Bristol, who identified the potential risk of the ads. The materials analyzed presented data and betting projections involving the two athletes. The nature of the content was directly linked to highly relevant sporting events, such as Bola of Ouro and Copa of Mundo.

• An image of Harry Kane with the caption: “Harry Kane is the player with the most bets to beat Ouro’s Bola in 2026 (32% of bets)”, accompanied by a trophy emoji.
• Outra post showed Erling Haaland and had the caption: “In the last 24 hours, Noruega beating Copa of Mundo of 2026 is the most bet made through oddschecker.”

The Cyan Blue Odds Ltd. recognized that the display of great football players can attract children. Apesar further argued that the posts were not advertising in nature, but rather broader “editorial” content, justifying the absence of age warnings or messages promoting responsible gambling. However, the ASA maintained its position, classifying Harry Kane and Erling Haaland as figures that “present a high risk of strong appeal to under-18s”, concluding that they were irresponsible and violated the code.

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Apelo from players under 18

The ASA’s decision highlights the growing concern about the exposure of minors to betting content through figures of great public appeal. Jogadores as Harry Kane and Erling Haaland, with vast global popularity and millions of followers on social media, exert considerable influence on fans of all ages. The use of their images in gambling advertisements is therefore seen as a high-risk tactic that may inadvertently encourage young people’s interest in gambling.

Advertising Standards Authority plays a crucial role in regulating advertising to protect vulnerable groups. Seus codes are designed to ensure that marketing communications are responsible and do not exploit the naivety or lack of experience of children and teenagers. The ban on these advertisements reflects a firm stance against any form of advertising that could be interpreted as appealing to minors, especially in sensitive sectors such as betting.

Contraste with other ASA reviews

In a separate investigation, the ASA looked into another advert on Instagram which involved a football player but which did not result in a rules breach. Este advertisement, from the company Betway, featured a photograph of former Arsenal striker and current Thierry Henry analyst. The regulator concluded that, unlike Kane and Haaland, Thierry Henry was unlikely to appeal strongly to under-18s, and therefore the advert did not breach the code.

Essa distinction highlights the ASA’s case-by-case assessment, which considers each public figure’s relevance and appeal to young audiences. The decision on Kane and Haaland reinforces the strict application of advertising guidelines, aiming to safeguard the health and well-being of children and adolescents against the risks associated with betting advertising.